A blog dedicated to the world of broadcast and public relations
Friday, October 22, 2004
Radio Reaches Out to the Growing Hispanic Audience
During the 1990s, Hispanics became the fastest growing minority in America. During that time, the Latino suburban population grew 71 percent. As many as 18 metro areas across the country have been called “hypergrowth destinations.” In each of these 18 locations, the Hispanic population grew by more than 300 percent—or twice the national Hispanic population average—after 1980. Altogether, the combined Hispanic population of all these metros jumped 505 percent between 1980 and 2000, making Hispanics 13 percent of the total population.
Given the explosive growth of the Hispanic population, radio has rushed to fill the need for programming for Hispanics. With over 600 Spanish-language stations and networks in the country, there is great potential to reach the Hispanic population via radio. According to Arbitron, “radio is a medium of steady popularity among Hispanic Americans” with listenership to every Spanish-language formatted station remaining steady or rising over the past five years.
To reach out to Hispanic listeners, there is information you can be armed with to ensure the best possible results. The following are tips to maximize your radio outreach to Hispanic radio:
- If you have an English-language script that you want to modify for the Hispanic population, always have a native speaker translate the script. Doing a direct translation via translation services or worse, computer programs, will often not be sensitive to cultural traditions or meanings. Having a native speaker translate ensures that your message gets to the Hispanic population in the most accurate and meaningful way.
- Ensure that pitching and follow up are completed by a fluent Spanish speaker. This will ensure that the stations fully understand the story and the pitcher is able to explain the relevance to the Hispanic community.
- There are as many formats of Hispanic language stations as there are English counterparts. Hispanic stations, like all stations, are looking for stories that are relevant to their audience so carefully target your campaigns to the appropriate age and demographic of listener you want within the Hispanic market. A list of formats, is included on this website.
- Be aware of trends in Hispanic radio and how your story will fit in. Simply translating an English script without providing context for the Hispanic audience will often not yield the results you are looking for. Use statistics that affect the Hispanic audience specifically.
Be aware of trends in Hispanic radio and how your story will fit in. Simply translating an English script without providing context for the Hispanic audience will often not yield the results you are looking for. Use statistics that affect the Hispanic audience specifically.
A member of News Generation media relations team, “A combination of script and pitch customization , along with knowledge of the radio station formats, their audience demographic and their proportion of East and West Coast listeners, pitched by a native Spanish speaking person can truly make the difference in effective communication to the Hispanic population in the US.”
The states with the largest number of Spanish Language Stations include: 1. Texas 167; 2. California 159; 3. Florida 51; 4. Arizona 26; 5. New Mexico 22; 6. North Carolina 20; 7. Washington 18; 8. New York 17; 9. Tennessee 14; and 10. Georgia 14.
For more information on how popular and dynamic Hispanic radio listening is, please visit Arbitron’s study atwww.arbitron.com/downloads/hispanicradiotoday04.pdf.